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Tag: Eureka Forbes

  • Shraddha Kapoor fronts Eureka Forbes’ ‘Chakachak Clean’ campaign

    Shraddha Kapoor fronts Eureka Forbes’ ‘Chakachak Clean’ campaign

    MUMBAI: Eureka Forbes, one of India’s most  trusted names in home health and hygiene, has roped in the Stree 2 actor to front its latest ‘Chakachak Clean’ campaign. The spotlight is on the Forbes Smartclean Robotic Vacuum Cleaner: a sleek device promising 99.9% dirt removal, hard-to-reach corner coverage, pet hair pick-up, and even wet mopping, all at the tap of a phone.

    In the campaign film, Kapoor personifies the brand’s vision of modern, effortless living: vibrant, fuss-free, and, of course, chakachak. Much like the robotic cleaner, she glides with ease, showing how keeping a home spotless no longer needs to feel like a chore.

    “Cleanliness in Indian homes has often been seen as a chore, but with Shraddha Kapoor and Forbes Smartclean, we are reframing it as effortless, essential, and empowering,” said Eureka Forbes, chief growth officer, Anurag Kumar. “The Forbes Smartclean robotic vacuum cleaner is a powerful device that delivers the highest level of clean- Chakachak Clean, in every home.”

    Echoing the sentiment, Kapoor added, “With innovations like the Forbes Smartclean Robotics range, which blends intelligent technology with effortless convenience, Eureka Forbes is redefining the future of home hygiene.”

     

  • Crackdown on fake water purifier filters on e-commerce sites

    Crackdown on fake water purifier filters on e-commerce sites

    Mumbai: The surge in online shopping has revolutionised the way consumers access products, offering convenience and a wide range of options. However, this convenience has come with its fair share of challenges, one of which is the proliferation of counterfeit or fake filters and consumables. The risk associated with these substandard products has escalated, particularly with the increasing presence of such items on popular e-commerce platforms. Recognising the severity of the issue, regulatory bodies have taken action to mitigate these risks, as seen in a recent directive by Delhi High order to remove over 500 fraudulent listings. This article delves into the concerning rise of fake filters and consumables, the growing threat to consumers, and the measures taken to address the issue.

    The escalating risk. Fake filters and consumables pose a significant risk to consumers due to their potential to compromise health, safety, and performance. As these items infiltrate e-commerce platforms, unsuspecting customers are at a higher risk of purchasing products that are subpar, ineffective, or even hazardous. This risk is magnified by the fact that discerning authenticity is often a challenge for consumers, who may lack the expertise or resources to differentiate between genuine and counterfeit items.

    The rapid rise of these fake products can be attributed to the widespread popularity of e-commerce platforms. These platforms provide an avenue for unscrupulous actors to exploit the trust consumers place in them, as they are perceived as reputable marketplaces. Consequently, counterfeiters capitalise on the anonymity and global reach provided by these platforms to promote and sell fake filters and consumables.

    The regulatory response. Recognising the gravity of the situation, judicial authorities have stepped in to address the issue head-on. A recent order from the hon’ble Delhi high court required leading  e-commerce players to remove more than 500 fraudulent listings of fake filters and consumables. This demonstrates a strong commitment to safeguarding consumers from potential harm and ensuring the integrity of the marketplace.

    This directive is a significant step towards curbing the menace of fake filters and consumables. By holding e-commerce giants accountable, the regulatory body aims to establish a safer shopping environment for consumers, bolster trust in e-commerce, and discourage counterfeiters from exploiting the platform.

    Ensuring consumer safety. In light of the regulatory intervention, consumers must also play an active role in safeguarding their own interests. To protect themselves from purchasing counterfeit items, consumers can adopt several strategies:

    – Research the seller. Prioritise purchases from reputable and authorized sellers. Check for seller reviews, ratings, and credibility indicators.

    – Check product details. Scrutinise product descriptions, images, and specifications. Be cautious of unusually low prices or deals that seem too good to be true.

    – Verify authenticity. If possible, check for authentication features provided by the manufacturer. Some products come with unique identifiers or holograms that help verify authenticity.

    – Report suspicious listings. If you encounter a suspicious or counterfeit listing, report it to the e-commerce platform and relevant authorities. This contributes to maintaining the integrity of the marketplace.

    – Read reviews. User reviews can provide insights into the authenticity and quality of a product. However, be cautious of fake reviews that may be part of the counterfeit operation. 

    Recently Eureka Forbes conducted nationwide raids against counterfeit water purifier dealers, service providers and manufacturers. Speaking on the directive by the hon’ble Delhi high court order to remove over 500 fraudulent listings, a spokesperson from Eureka Forbes said, “ Eureka Forbes has always been committed to ensuring the safety and well-being of our customers. We applaud and appreciate the directive by the Hon’ble Delhi High Court and hope the customers will check filters and consumables when purchasing products online and offline.” 

    The influx of fake filters and consumables on e-commerce platforms underscores the need for vigilant consumer behaviour and regulatory intervention. As regulatory and judicial authorities collaborate with major e-commerce players to eliminate fraudulent listings, consumers should also educate themselves on the red flags of counterfeit products and take necessary precautions. By working together, regulatory bodies, e-commerce platforms, and informed consumers can create an environment where counterfeiters are marginalised, and the safety and satisfaction of consumers take precedence.

  • Publicis Groupe media agency Zenith wins Eureka Forbes biz

    Publicis Groupe media agency Zenith wins Eureka Forbes biz

    Mumbai: Consumer goods company Eureka Forbes has appointed Zenith India, the ROI agency of Publicis Groupe as its media AOR (agency of records). Zenith won this business in a competitive and comprehensive multi-agency pitch process which began in February this year and saw leading groups participate.

    Zenith won this business on the back of its integrated, differentiated approach to planning and powerful suite of proprietary multi-channel tools.

    Zenith will handle the entire gamut of integrated media-planning, buying and implementation, which includes performance marketing, digital, SEO, commerce, data, technology, analytics, and insight transformation (DTAI) initiatives for Eureka Forbes. The scope of work will focus on driving business growth and media engagement for the brand in a dynamic, ever-shifting technology landscape.

    Zenith India CEO Jai Lala said, “We are delighted to partner with Eureka Forbes, a consumer goods company that has carved a niche for itself and needs no introduction. Zenith through its strong integrated approach and data driven decision-making will help accelerate business growth and help them stay true to its brand mission and purpose. Zenith has an ROI-focused approach, delivering on real outcomes and measurable results and through our differentiated thinking, diverse capabilities and data and analytics skills, we look forward to partnering with the brand on its expansion plans and helping them lead and excel in an era of new consumer and market realities.”

    Eureka Forbes India CMO Sameer Wanchoo said, “Eureka Forbes leads its respective categories in water and cleaning, through brand and proposition differentiation, continuous innovation, digital enabled business process and its execution rigor, driving both effectiveness and efficiency. With dynamic consumer media habits and extensive multi-media fragmentation, our partnership with Zenith will help us maximize effective reach amongst relevant target audiences. We are confident that our partnership with Zenith will further fuel brand growth and drive business metrics.”

  • Eureka Forbes ropes in Madhuri Dixit for new campaign

    Eureka Forbes ropes in Madhuri Dixit for new campaign

    Mumbai: Eureka Forbes has launched a new campaign with Madhuri Dixit for its leading product Aquaguard. The campaign is planned by Taproot Dentsu and produced by YellowLifafa with the tagline ‘pani mein Zinc aisa kahaan hota hai… jahan Aquaguard hota hai.’

    The newly launched copper and zinc cartridge will be present across the Aquaguard range. The campaign will be launched across all media channels and platforms.

    It features the famous Madhuri-Dadi jodi, both played by the Bollywood actor. The ad showcases Aquaguard’s technological superiority by enriching water with the goodness of copper and zinc. Madhuri as dadi exhibits nonchalant confidence using the line ‘jahan Aquaguard hota hain.’

    The new technology by Eureka Forbes, Active Copper Zinc Booster Cartridge infuses Copper and Zinc ions into the water to give not just pure but enriched healthy water also. When water passes through the cartridge, zinc and copper infuses with it offering the double goodness of both, said the brand in a statement.

    Talking about the campaign, Eureka Forbes managing director Marzin R Shroff said, “Aquaguard as we all know has always been a pioneer in water purification. With copper and zinc ionic infusion, our new range focuses on the goodness of both copper and zinc. We continue our endeavour of developing innovative technologies to meet the ever changing needs of our consumers in order to build a healthier India.”

    Taproot Dentsu India executive creative director Yogesh Rijhwani commented, “When we talk ‘Madhuri’ and ‘Aquaguard,’ the one word that comes to mind is ‘legacy!’ It’s that legacy factor and the bond that India shares with both the actor as well as their home water purifier – that helped us shape this campaign. She was obviously fabulous to pull this off with such ease – it was a pleasure to create this campaign!”

    Eureka Forbes brand ambassador Madhuri Dixit said, “Our generations are changing but certain old-time habits are still intact! Aquaguard’s copper + zinc innovation is something I’ve always believed in – it made the belief in the communication message stronger. It was fun to do another ‘old generation vs new generation’ role yet again!”

  • Eureka Forbes revamp couldn’t have come at a better time: CTO Shashank Sinha

    Eureka Forbes revamp couldn’t have come at a better time: CTO Shashank Sinha

    NEW DELHI: Joining the league of brands like VI, Intel, and Cadbury, Mumbai-based consumer goods company Eureka Forbes Ltd adopted a new brand positioning and identity in 2020 after three decades of operations. The brand, which pioneered the basic principles of health and hygiene in the category, embarked on a journey in pursuit of thriving in tough times and leaving behind footprints of a positive difference, taking  forward its philosophy of ‘friends for life.’ In a recent conversation with Indiantelevision.com’s Mansi Sharma, Eureka Forbes Ltd chief transformation officer Shashank Sinha talked in detail about this move, the new brand identity, and how 2020 fared for the company. Edited excerpts follow:

    On adopting a new brand identity in 2020

    This revamp was in process for us for quite some time. In fact, our initial plan was to announce it at our 2020 annual general meeting in the month of April. However, the circumstances that we found ourselves in the wake of Covid2019 lockdown did not even allow us to host the meeting. Thus, the announcement was postponed and as things started looking better, we took the call to roll it out. 

    Obviously, it was a challenging year and time, but it also provided us with the right background to better push forwards our improved agenda of ensuring the health and hygiene of the customers with our products. 

    On the rationale behind the rebranding

    Every brand finds itself in our position someday, from where they want to celebrate their successful journey while also preparing for a better future. This is that time for us, when we are looking back proudly on our almost four-decade-long journey and also reflecting on how we are poised for the future. I believe there couldn’t have been a better year than 2020 to start with this new journey. 

    On the new brand positioning

    When we had started our journey in 1982, we were possibly the first ones to pioneer this thought of health, hygiene, and safety with our products. We promised to tackle viruses then, at least for the water and air category. In fact, our brand of water purifiers, Aquaguard, became synonymous with the category. This was made possible because of our commitment to creating a better world with a positive difference. So, this philosophy has been there for quite a while. We are now going ahead to strengthen it in tandem with the times that we are in now. ‘A healthy world. A protected you. A happy us, revisited for the changing times’ is the new vision statement, which spells trust, authenticity and health.

    We will keep functioning standing tall on the three tenets of our identity; people, society, and a better world. 

    So, our focus will be on improving the lives and experiences of people who are working for us. We have always taken pride in building great careers and lives. That will continue. For consumers, we are promising to try and make a difference in their lives. All this will contribute to a better society and overall a better future for the world. 

    On the new brand identity

    We have rolled out a new logo for Eureka Forbes, which we are calling the ‘Posibol’ – a combination of positivity and symbol. This creates an internal focus within ourselves and the forward-looking arrow also shows the direction we are moving in. 

    Secondly, of our four core businesses, we have combined the three – Euroclean, Aeroguard, and Eurovigil – under the brand name Forbes. It was done because of the fact that people identify all these products as Eureka Forbes’ ones and the brand identity is rather strong. 

    Our range of water-related products will continue under the Aquaguard name. We have slightly tweaked the Aquaguard logo as well, to initiate the change yet keep it recognisable to the loyal customer base. 

    We have worked with a number of agencies including Taproot dentsu and Bombay DC for various aspects of this rebranding. Our internal teams have also contributed immensely, right from the new logos to the brand philosophy. As we go ahead, we will bring on newer partners to take forward the vision. 

    On the marketing strategy

    For us, the prime face of our brand are people we call Eurochamps. These are people like me and our on-ground teams who have been assisting our customers on a regular basis. Real people meeting real customers is our core marketing strategy. 

    Apart from that, Madhuri Dixit and her husband Dr (Sriram) Nene have been closely associated with us for years now. I don’t see any change happening there. 

    Additionally, the new logos have already been rolled out on our products and digital platforms. We haven’t rolled out a special corporate campaign for that thus far. 

    2020 was a muted year for us like most brands, but we are certainly planning on a marketing strategy for 2021-22. Both television and digital will play an important role for that. I see the spends getting divided into a 50:50 ratio between traditional and modern platforms. As far as print is concerned, I don’t think it is dead for us. However, its role and relevancy have certainly changed with digital getting in place. 
     

  • Eureka Forbes comes up with a new brand identity

    Eureka Forbes comes up with a new brand identity

    NEW DELHI: After three decades of operations, Eureka Forbes Ltd has unveiled a new brand positioning. A new vision, mission and logo have been introduced to take forward the brand’s philosophy of ‘friends for life’. 

    ‘A healthy world. A protected you. A happy us, revisited for the changing times’ is the new vision statement, which spells trust, authenticity and health. 

    In pursuit of thriving in challenging times and leaving behind footprints of a positive difference is the inspiration behind this new identity. This spirit has resulted in a symbol, which is the combination of ‘POSitive’ and ‘SYMBOL’. Posibol is a symbol of moving forward and upward with the focus on being ready for tomorrow. Posibol signifies building a new world of Eureka Forbes, a place made especially for the customers, partners and society. The Posibol sign embedded in the logo signifies a new world made for customers, partners and society – one that leaves a positive footprint. 

    The world is ever-changing and dynamic and for an organisation to stay with the current times, it must keep adapting to constantly improve. Eureka Forbes’ resolution to provide health and hygiene to its customers through the most advanced products is sustained and the new identity sings the same tune. For the three plus decades of its existence, Eureka Forbes has not only promised but also practised its claim of being ‘friends for life’ to their huge customer base.

    Eureka Forbes houses a huge family of brands, one of which is Aquaguard – A name which has found its own little place in almost every kitchen of India. Aquaguard has become eponymous to the water purifier category making the brand one of the market leaders in the water purifiers industry today. The new Aquaguard logo is designed with the focus of strengthening this association with water by having a droplet in the logo.

    Eureka Forbes CEO & MD Marzin Shroff said, “Our focus continues to be the health of consumers with a commitment to filling a need gap in their lives. With the new brand identity, we aim to move forward and upward by being curious, empowered and resilient. We are thrilled to embark on this new journey and to make industry benchmarks that are meaningful and innovative.”

    The brand recently introduced Ayur, a first-of-its-kind water purifier that dispenses water infused with the goodness of seven Ayurvedic herbs and spices. Upcoming product launches include a unique vacuum cleaner, the Forbes Robo Vac and Mop, coupled with a cordless vacuum cleaner and the Forbes DiWa – a surface disinfectant generator. 

    There will be two consumer-facing brands across categories of cleaning, air, health conditioners, security systems – Aquaguard and Forbes. Brands like Euroclean, Forbes Vacuum Cleaners, Dr Aeroguard, Aeroguard, Forbes Health Conditioners, Eurovigil, Eurosecure are now part of the Forbes brand. The rest will be clubbed under the Aquaguard brand. 

  • Firstpost announces lauch of its web-series ‘9 months’ – season2

    Firstpost announces lauch of its web-series ‘9 months’ – season2

    MUMBAI: Firstpost, India’s largest and premier platform for digital news analysis and opinions, has been the front-runner in developing and curating innovative content for its audience. It is all set to premiere Nine Months on March 14, 2018. Azim Lalani, Business Head, Firstpost said –“Following the success of Season 1 which was a finalist in the Healthcare & Pharmaceutical Sector at the Indian Marketing awards and has been acknowledged as a path breaking show that clocked over 13 million views, we are now launching Season 2.

    In collaboration with Tickled Media’s theindusparent.com, South East Asia’s largest parenting website, presented by Baby Dove, co presented by Huggies, in association with Eureka Forbes & Nerolac, 9 Months will air on  www.firstpost.com and on www.theindusparent.com.

    Commenting on the launch, Network 18, VP, Content and Strategy, Priyanka Sehgal said, This Season has 0-1 years of the baby and parenting for single, adoptive parents. It is very real in addressing key issues related to mental health after childbirth/ separation or divorce. 

    9 Months is a comprehensive guide to parenting and will cover 0-1 years, from breastfeeding to care for the new born. The show will also see guest appearances of actors like Tushar Kapoor, Amrita Raichand along with Aditya Tiwari sharing their personal experiences, prominent doctors- pediatricians, psychologists and dieticians answering everything a parent is curious to know. 

    Please let me know incase you’d require further information on the same.

  • Aquaguard now asks consumers to listen to ‘Sehat Ki Awaaz’

    Aquaguard now asks consumers to listen to ‘Sehat Ki Awaaz’

     MUMBAI: Health has its voice, listen to it. This is what the new TVC of Aquaguard, ‘Sehat Ki Awaaz’, conveys to its consumers. The new ad campaign by Eureka Forbes is a step towards positioning Aquaguard ‘Paani Ka Doctor’ to ‘Healthiest Water on Earth.

     

    The TVC hits on where it hurts the most to any mother- ‘Her unhealthy child’. The TVC shows a doctor educating the mother about the new technologies that Aquaguard uses to ensure good health of its consumers.

     

    The ad campaign educates consumers about the various nutrients available in drinking water, essential for good health.

     

    “Water contains important minerals like calcium, sodium, potassium, magnesium and many more which are unequivocally essential for human health. Eureka Forbes believes that pure and safe drinking water is birthright of every individual and Aquaguard is our offering to the huge consumer base,” says Eureka Forbes CEO direct sales and marketing head Marzin R. Shroff.

     

    The new TVC positions Aquaguard as the ‘Healthiest Water on Earth’. “Aquaguard has not only emerged as leader but ultimate solution provider in the area of drinking water. The brand was positioned as the Expert Advisor and hence derived to the positioning of Paani Ka Doctor. To reinforce this change from ‘Purity to Nutrition’, ‘Aquaguard Paani ka Doctor’ has now positioned itself as the ‘Healthiest Water on Earth’. Aquaguard’s new communication will play catalyst in creating awareness among consumers about the health benefits associated with drinking water,” informs Triton Communications CEO and NCD Renton D’Sousa.

  • Eureka Forbes appoints Digitas as digital AoR

    MUMBAI: Eureka Forbes Limited has awarded its digital strategies and social media mandate to Digitas India of the Publicis Groupe.

    Digitas will be responsible for an integrated and end-to-end solution to strengthen engagement with customers across digital platforms like electronic customer relationship marketing (e-CRM), e-commerce, online relationship management (ORM) and social media. E-commerce will play an important role in the company‘s digital strategy as Eureka Forbes is strengthening its presence not only in direct sales but also retail and B2B space as well.

    Eureka Forbes CEO direct sales and senior vice president, marketing Marzin R Shroff said, “We are happy to partner with Digitas as our digital agency. The core strength of Eureka Forbes is ‘relationships‘ with our customers. In this digital age, it is important for us to engage with our customers real-time on the digital platforms as well and cater to their needs. For over 30 years, India has known us for our direct marketing efforts; the vision is to replicate the same on the digital space as well. We believe the integrated approach and rich experience of Digitas will help us to strengthen our customer relationships on a long term basis and wish to build a strong e-commerce channel to supplement our success of direct selling in India.”

    Digitas India president Kanika Mathur said, “This is an amazing opportunity and we are incredibly excited to be a part of the digital initiative for Eureka Forbes – the world‘s No. 1 direct sales company. More and more of Eureka Forbes customers will be online as the internet explodes in India and we believe that a significant business model can be created online.”

    Eureka Forbes is a water purification company with marquee brands like Aquaguard and Euroclean for nearly 30 years. It has a strong legacy of building relationships with customers providing safest and technologically advanced health and hygiene solutions.

    The company today has emerged as a multi-product, multi-channel organisation with a strong pedigree of brands encompassing water purifiers, vacuum cleaners, air purifiers, home security and automation solutions, fire extinguishers and a large range of institutional products on the cleaning and the purification space.